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MAPPING of CULTURAL and CREATIVE INDUSTRIES in MONTENEGRO Assessment of the Economic Contribution of the Cultural and Creative Industries Podgorica 2019

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MAPPING of CULTURAL and CREATIVE INDUSTRIES in MONTENEGRO Assessment of the Economic Contribution of the Cultural and Creative Industries Podgorica 2019 INSTITUT ZA PREDUZETNIŠTVO I EKONOMSKI RAZVOJ INSTITUT ZA PREDUZETNIŠTVO I EKONOMSKI RAZVOJ With the support of United Nations Diversity of Educational, Scientific and Cultural Expressions Cultural Organization MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO Assessment of the economic contribution of the cultural and creative industries Podgorica 2019 MAPPING OF CULTURAL MAPIRANJE KULTURNIH I KREATIVNIH AND CREATIVE INDUSTRIES INDUSTRIJA U CRNOJ GORI Procjena ekonomskog doprinosa IN MONTENEGRO kulturnih i kreativnih industrija Assessment of the economic contribution of the cultural and creative industries Podgorica, June 2019 Podgorica, jun 2019 Contents 1 INTRODUCTION ...............................................................................................................................................1 2 METHODOLOGY ..............................................................................................................................................4 3 CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO .................................8 4 INDICATORS OF THE CONTRIBUTION OF CULTURAL AND CREATIVE INDUSTRIES ....................................................................................................................15 4.1 Gross value added .....................................................................................15 4.2 Business entities ........................................................................................16 4.3 Employment .................................................................................................18 4.4 Revenue .........................................................................................................21 4.5 Balance of Payments for Cultural Services (Import and Export) .....22 4.5 Household consumption ........................................................................24 4.6 Expenditure on cultural activities in the budget ..........................26 .................................................................................27 4.7.1 Museums, Libraries and Heritage .........................................27 4.7 Profiles4.7.1 Music, of the Visual sector and Performing Arts .......................................29 4.7.2 Design ..............................................................................................31 4.7.3 Film ...................................................................................................32 4.7.4 Photography ..................................................................................34 4.7.5 Architecture ..................................................................................35 4.7.5 Computer programs and games ............................................36 4.7.6 Electronic media...........................................................................38 4.7.7 Publishing .......................................................................................40 4.7.8 Advertising and Market Communications .........................42 4.7.9 Artistic and Traditional Crafts .............................................44 5 CONCLUSIONS ...................................................................................................................................................47 6 LITERATURE .......................................................................................................................................................49 Published with the support of UNESCO International Fund for Cultural Diversity through project “Mapping and Development of Cultural and Creative Industries in Montenegro”. The views expressed International Fund for Cultural Diversity. in this publication are those of the authors and do not necessarily reflect the opinion of the UNESCO Abbreviations AEM Agency for Electronic Media LFS Labor Force Survey GDP Gross domestic product GVA Gross value added CBMNE Central bank of Montenegro CICAP to Purpose DepartmentClassification of of Culture, Individual Media Consumption and Sport, UnitedAccording DCMS Kingdom EU European Union EUR Euro EUROSTAT Institute for Entrepreneurship and Economic IEED DevelopmentStatistical Office of the European Union ITRS International transactions reporting system CA CCI Cultural and creative industries Classification of the activities MONSTAT NOC Statistical Office of Montenegro RTMNE Radio and Television of Montenegro National Occupational Classification UNESCO Organization United Nations Educational, Scientific and Cultural MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO 6 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO 1 INTRODUCTION Mapping of the cultural and creative industries in Montenegro is part of the activities of the project ‘Cultural and Creative Industries as a Sustainable Economic Sector in Montenegro’, supported by the UNESCO International Fund for Cultural Diversity, implemented by the Institute for Entrepreneurship and Economic Development (IPER). The aim of the project is to support the development of the Cultural and Creative Industries (CCI) in Montenegro through: mapping the CCI in Montenegro and identifying their potential to strengthen local and regional development, identifying and promoting successful entrepreneurship stories in the CCI to gather lessons learned and establish a general and strategic framework for their further development, encouraging the development of entrepreneurial skills in the sector and raising awareness of the CCI potential for social and economic development in Montenegro. The cultural and creative industries in Montenegro are in a nascent phase but they are recognized as potential, aimed at generating income or at local and national level. The mapping process should serve as a basis forprofits measuring and creating the development jobs, which ofcontributes the cultural to andsustainable creative development industries in the coming period. The cultural and creative industries are one of the fastest growing sectors and are major drivers of developing economies in developed countries, contributerepresenting to ahuman, significant inclusive source and of incomesustainable and employment.development. In addition to the economic benefits of the cultural and creative industries, they According to a study by Ernst & Young (2015), the cultural and creative industries account for 3% of gross domestic product (GDP) and employ a workforce of 7.7 million people in the new Europe.1 The cultural and creative industries have been undergoing a very dynamic 1 Cultural times, The first global map of cultural and creative industries, Ernst & Young Global Limited, International Confederation of Authors and Composers Societies (CISAC), Paris, 2015; 14-18. 1 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO development since the middle of the last century, accompanied by numerous changes. As stated in the Feasibility Study on the collection and analysis of data in the EU cultural and creative sectors made at European level over the last twenty years to improve the statistics of the cultural and creative sectors. However, there ‘... significant is still no systematicefforts have way been to fully understand the value of CCIs and their contribution to the economy.’ 2. For the purposes of this research, when defining the CCI, we started DCMSfrom two - Department major definitions: of Culture, the MediaUNESCO and definition Sport, the of Unitedthe cultural Kingdom and whichcreative formed industries the basis and forthe the definitions development of the of creativethe largest industries number of CCIthe ‘an organized activity sector whose purpose is to produce or reproduce, promote,methodologies. distribute UNESCO and defines/ or commercialize the cultural and cultural creative goods, industries services as or activities, of a cultural, artistic or heritage nature3. According to the British Model (DCMS), the creative industries are ‘industries that are based on individual creativity, skill and talent and which, by creating and using intellectual property, have the potential to create wealth and employment.’4 As the definitions do not provide a clear insight into the content of the cultural and creative industries, they are further defined Theby defining biggest sectorschanges and in the activities. CCI have been recorded in the last ten years, so it is precisely the international and regional experience of the countries of the region that has been used in the methodological approach and mapping of the cultural and creative industries in Montenegro. Starting from the Cultural Development Program 2016-2020 document of the Ministry of Culture of Montenegro identifying the areas of creative industry, and a comprehensive analysis of the international, as an official followed by an assessment of the economic effects of the CCIs in Montenegro. 2experience Feasibility in studymapping on data collection the CCIs, and analysis sectors in the cultural and andactivities creative sectors were in the defined, EU, KEA, European Commission, Brussels, 2015, 4. 3 http://www.unesco.org/new/en/santiago/culture/creative-industries/ (Accessed 10/09/2018). 4 I.R. Bakaric, K, Bacic, Lj. Bozic, Mapping the Creative and Cultural Industries in the Republic of Croatia, Economic Institute, Zagreb, 2015, 40 2 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO The availability of statistics is largely determined by an activity-based approach that allows measuring the economic effects of the CCIs, such as employment and GDP participation. It should be borne in mind that
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